1. Welcome
❖ Name: Virani Dhara R.
❖ Sem: 4 M. A. English
❖ Roll no: 04
❖ Subject: Mass Communication and Media Studies
❖ Email id: dharavirani601@gmail.com
❖ Submitted to: smt Gardi English Dept. MKBU
❖ Year: 2019-2021
❖ Topic: Advertising Appeals
2. ADVERTISING
❏ Advertising is a form of communication
used to persuade an audience
(viewers, readers or listeners) to take
some action with respect to products,
ideas, or services.
❏ Advertising messages are usually paid
for by sponsors and viewed via various
mass media such as newspaper,
magazines, television commercial,
radio advertisement, outdoor
advertising or direct mail; or new media
such as websites and text messages.
3. The main features of advertising
❏ It is directed towards increasing the sales of business.
❏ Advertising is a paid form of publicity.
❏ It is non-personal. They are directed at a mass audience and nor
at the individual as is in the case of personal selling.
❏ Advertisement are identifiable with their sponsor of originator
which is not always the case with publicity or propaganda.
4. Various media for Advertising
❏ Advertising media are the means to transmit the message of the
advertiser to the desired class of people. Channels or vehicle by which
an advertising message is brought to the notice of the prospective buyer.
5. Advertising Appeal
❏ The most basic of human needs is the need for food, clothing and shelter.
Special need for these necessities cannot be created with advertising.
However there are certain other products that provide comfort in life and
advertising aims to generate demand for these products.
❏ Advertising uses appeals as a way of persuading people to buy certain
products. Advertising appeals are designed in a way so as to create a positive
image of the individuals who use certain products.
❏ Advertising agencies and companies uses different types of advertising
appeals to influence the purchasing decisions of people.
❏ The most important types of advertising appeals include emotional and
rational appeals.
6. Emotional Appeal
❏ An emotional appeal is related to an individual’s psychological and social
needs for purchasing certain products and services. Many consumers are
emotionally motivated or driven to make certain purchases.
❏ Advertisers aim to cash in on the emotional appeal and this works
particularly well where there is not much difference between multiple
products brands and it's offerings.
1. Personal Appeals
2. Social Appeals
7. Fear Appeal
❏ Fear is also an important factor that
can have incredible influence on
individuals. Fear is often used to good
effect in advertising and marketing
campaigns of beauty and health
products including insurance.
Advertising experts indicate that using
moderate levels of fear in advertising
can prove to be effective.
8. Humour Appeals
❏ Humour is an element that is used in
around 30% of the advertisement.
❏ Humour can be an excellent tool to catch
the viewer’s attention and help in
achieving instant recall which can work
well for the sale of the product.
❏ Humour can be used effectively when it is
related to some benefit that the customer
can derived without which the joke might
overpower the message.
9. Music Appeals
❏ Music can be used as types of
advertising appeals as it has a certain
intrinsic value and can help in
increasing the persuasiveness of the
advertisement. It can also help
capture attention and increase
customer recall.
❏ Click here to watch this
advertisement.
10. Scarcity Appeal
❏ Scarcity appeals are based on
limited supplies or limited
time period for purchase of
products and are often used
while employing promotional
tools including sweepstakes,
contests etc.
11. Rational Appeal
❏ Rational appeals as the name
suggests aims to focus on the
individual’s functional, utilitarian or
practical needs for particular products
and services. Such appeals
emphasize the characteristics and
features of the product and the
service and how it would be
beneficial to own or use the
particular brand.
12. Masculine Feminine Appeal
❏ Used in cosmetic or beauty products
and also clothing. This types of appeal
aims at creating the impression of the
perfect person.
❏ The message is that the product will
infuse the perfection or the stated
qualities in you.
13. Romance Appeal
❏ These advertisements display the
attraction between man and woman.
❏ The appeal is used to signify that
buying certain products will have a
positive impact on the opposite sex
and improve your romantic or love
life.
❏ Fragrances, automobiles and other
products use these types of
advertising appeals.
14. Youth Appeal
❏ Advertisements that reflect youth giving
aspects or ingredients of products use
these types of appeals.
❏ Cosmetic products in particular make us
of these appeals.
15. Endorsement
❏ Celebrities and well known
personalities often endorse certain
products and their pitching can help
drive the sale.
❏ Enhancing Brand credibility via
Celebrity Endorsement:
Trustworthiness Trumps
Attractiveness and expertise for
instance in Airlines
16.
17. Reference
❏ Ford, John.1 March 2018, What We Know About Celebrity Endorsement in
Advertising?, Journal of Advertising Research-2018-006.
❏ http://Pearson.com.au/media/374867/hepadvert.pdf
❏ http://hassam.hubages.com/hub/Types-of-Advertising-media
